M B F010 Plotczyk 091907

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  • M B F010 Plotczyk 091907

    1. 1. How Salesforce.com Uses Salesforce Erica Kuhl Sr. Manager, AppExchange Marketing Programs Elizabeth Smyth Sr. Manager, EMEA Marketing Track: Marketing I and II
    2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per share, expected tax rate, anticipated shares outstanding, and concerning the potential market for our existing service offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2007. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    3. 3. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    4. 4. ERICA KUHL Sr. Manager, AppExchange Marketing Programs [email_address]
    5. 5. The 5 W’s <ul><li>WHO: Erica Kuhl </li></ul><ul><li>WHAT: Sr. Manager, AppExchange Marketing Programs </li></ul><ul><li>WHERE: salesforce.com Marketing Department </li></ul><ul><li>WHEN: 5 ½ years at salesforce.com </li></ul><ul><ul><li>3 years in Education </li></ul></ul><ul><ul><li>2+ years in Marketing </li></ul></ul><ul><li>WHY: Passion for building apps to streamline processes </li></ul>
    6. 6. Dreamforce Stats <ul><li>26 Tracks </li></ul><ul><li>200 Sessions </li></ul><ul><li>250 Customer Speakers </li></ul><ul><li>150 Internal Speakers </li></ul><ul><li>7000 Attendees </li></ul>BIG, COMPLEX CONFERENCE
    7. 7. Key Challenges <ul><li>Lack of central event content management tool </li></ul><ul><ul><li>No company-wide visibility </li></ul></ul><ul><ul><li>Lack of internal process </li></ul></ul><ul><li>Conference content housed in separate systems </li></ul><ul><ul><li>No central reporting </li></ul></ul><ul><ul><li>Manual process to manage speakers submissions </li></ul></ul><ul><ul><li>Not scalable for future events </li></ul></ul><ul><ul><li>Bad data and duplicate data </li></ul></ul>
    8. 8. The Solution: EventForce <ul><li>Created specification document </li></ul><ul><li>Mocked up new process in Developer Org </li></ul><ul><li>Presented proposed new solution to key stakeholders </li></ul><ul><li>Phased rollout & training </li></ul><ul><li>Deployment Details </li></ul><ul><ul><li>Users: ~250 active & ~1500 passive </li></ul></ul><ul><ul><li>Training: Phased approach to track & session leaders </li></ul></ul><ul><ul><li>Ongoing improvements: Roll out to other internal events, integrate registration, meeting room booking </li></ul></ul>
    9. 9. EventForce Demo
    10. 10. Event Tracks
    11. 11. Event Sessions
    12. 12. Event Speakers
    13. 13. Event Rooms
    14. 14. Event Reporting
    15. 15. Results: EventForce <ul><li>100% visibility for departments and management </li></ul><ul><li>Automated speaker management </li></ul><ul><li>Centralized, real-time reporting </li></ul><ul><li>Reporting and data accuracy </li></ul><ul><li>Salesforce.com best practice </li></ul>
    16. 16. Imagine it. Learn it. Use it. <ul><li>How to apply what you’ve learned </li></ul><ul><ul><li>Use creativity to solve business challenges </li></ul></ul><ul><ul><li>Get a free Developer Org and mock it up </li></ul></ul><ul><ul><li>You don’t need to be an IT expert to build great apps </li></ul></ul><ul><ul><li>Build to be scalable and global </li></ul></ul><ul><ul><li>Roll-out in phases </li></ul></ul><ul><ul><li>Don’t be afraid to make mistakes </li></ul></ul>
    17. 17. Available now on the AppExchange! <ul><li>Download it here: </li></ul><ul><li>http://www.salesforce.com/appexchange/detail_overview.jsp?NavCode__c=&id=a0330000003gvNwAAI </li></ul>
    18. 18. LIZ SMYTH Sr. Manager, EMEA Marketing [email_address]
    19. 19. The 5 W’s <ul><li>WHO: Liz Smyth </li></ul><ul><li>WHAT: Sr. Manager, EMEA Marketing </li></ul><ul><li>WHERE: Dublin, Ireland </li></ul><ul><li>WHEN: 1 year at salesforce.com </li></ul><ul><li>WHY: Share with you best practices in using salesforce.com in your international marketing </li></ul>
    20. 20. What are we going to cover? <ul><li>Overview of EMEA Marketing </li></ul><ul><li>Maximizing campaigns </li></ul><ul><ul><li>Set your campaigns up to show the impact on the business </li></ul></ul><ul><ul><li>Lots of campaigns? Find and report on them easily </li></ul></ul><ul><ul><li>Ensure appropriate follow up </li></ul></ul><ul><li>Prove your Value! </li></ul><ul><ul><li>Tracking and Reporting </li></ul></ul>
    21. 21. <ul><li>100+ Countries </li></ul><ul><li>30+ Languages </li></ul><ul><li>Huge disparities in </li></ul><ul><ul><li>market maturity </li></ul></ul><ul><ul><li>geography </li></ul></ul><ul><ul><li>GDP </li></ul></ul><ul><ul><li>economical structure </li></ul></ul><ul><ul><li>technology adoption </li></ul></ul><ul><ul><li>web access </li></ul></ul><ul><ul><li>spending patterns </li></ul></ul><ul><ul><li>etc. </li></ul></ul>EMEA Marketing The Challenge
    22. 22. <ul><li>Focus on Top 20 Countries </li></ul><ul><li>Translate to 5 languages </li></ul><ul><li>Localize campaigns and content </li></ul><ul><li>Tailor message </li></ul>EMEA Marketing Lead Generation
    23. 23. Inside Opportunities Field Opportunities Lead Capture Lead Qualify Salesforce.com Website Events EMEA Marketing Our Programs x5 Phone Search Engine PR/Events Email
    24. 24. Maximizing Campaigns Campaigns are CORE to Tracking Marketing Effectiveness Closed business ties back to leads Leads tie to marketing campaigns
    25. 25. Maximizing Campaigns Campaigns Record Types Record types allow you to associate different business processes and subsets of picklist values to different users based on their user profile. Any promos on corporate website (demo center) Web Promotions Description Record Type Name Campaigns that do not fit in other categories (sales campaigns, internal company programs) Generic Campaign When customers or prospects express interest in a specific area (product, education, services, etc) Opt-in Campaign Keyword buys on search engines (google, yahoo) Search Engine Marketing Any salesforce.com event (city tour, user conference, etc) or 3 rd party event (trade show, partner conference) Marketing Events & Webinars Email drop to customers, prospects or 3 rd party lists Email Marketing
    26. 26. Maximizing Campaigns Naming Conventions <ul><li>Consistent global naming conventions will help you: </li></ul><ul><ul><li>Find campaigns faster </li></ul></ul><ul><ul><li>Group types of campaigns together with ease </li></ul></ul>[Region] - [Date] - [Internet Search] - [Search Engine] - [Adgroup] – [Product Focus] EMEA – FY08Q3 - Internet Search – Google – Call Center - SSS Search Engine Marketing [Region] - [Date] - [Program] – [Audience] – [City] – [Driver Name] EMEA – FY08Q3 - City Tours – Customers – Brussels – Email – 1 Week Left Events & Webinars [Region] - [Date] - [Email] – [Language] – [Campaign] – [Audience] EMEA – FY08Q3 - Email – FR – Gartner SFA – House List Email Marketing [Region] - [Date] - [Vehicle] – [Site] - [Vehicle- Granular] – [Campaign] EMEA – FY08Q3 - Web promo – SFDC – Login Page Primary – Gartner Web Promotions
    27. 27. Maximizing Campaigns Tracking the Right Data at the Right Place <ul><li>Define what is important to your organization and tie that value from lead to opportunity </li></ul>Program Campaign (Lead Source) CAMPAIGNS Lead Source copied over from program campaign LEADS Lead Source and Campaign carried forward OPPORTUNITIES Tip: Define your lead source values so they tie back to budget dollars
    28. 28. Maximizing Campaigns Section on Campaigns for Sales “Next Steps” <ul><li>From a lead, sales reps can click in to the campaign and understand what the lead was responding to and what the appropriate follow up is </li></ul>
    29. 29. Maximizing Campaigns Marketing Created Templates for Sales
    30. 30. Maximizing Campaigns Top Five Reasons to Create Sales Templates <ul><li>Protect your brand </li></ul><ul><ul><li>Make sure sales is sending out the correct messaging. </li></ul></ul><ul><li>Keep sales focused on selling </li></ul><ul><li>Save them time by having approved templates ready to go. </li></ul><ul><li>Leverage best practices </li></ul><ul><li>Reinforce your sales methodologies in your templates. </li></ul><ul><li>Facilitate marketing/sales interaction </li></ul><ul><li>Reinforce your valuable contribution to the sales process. </li></ul><ul><li>Ensure professionalism </li></ul><ul><li>Banish typos, spelling and grammar mistakes. </li></ul>5 4 3 2 1
    31. 31. Tracking and Reporting – Prove your Value! Measuring Campaign Success
    32. 32. Tracking and Reporting Examples of Reports <ul><li>From leads we pull reports that give us: </li></ul><ul><ul><li># of leads generated by source in a given period of time </li></ul></ul><ul><li>From campaigns we pull reports that give us: </li></ul><ul><ul><li>What specific tactics contribute to lead generation by source </li></ul></ul><ul><ul><li>ROI of all campaigns that contribute to a lead source </li></ul></ul>134,000 1,000 4,000 34,000 1,300 13,400 300 10,000 1,000 199,000 30% 1000% -29% 45% 124% 35% 22% 98% 36% 71%
    33. 33. Tracking and Reporting – Prove your value! Example Dashboard METRIC snapshot of key metrics COMPARE performance v. target REPORT campaign revenue generated GROUP responses by tactic TREND data shows impact LIST top performing campaigns
    34. 34. What did we cover? <ul><li>Overview of EMEA Marketing </li></ul><ul><li>Maximizing campaigns </li></ul><ul><ul><li>Set your campaigns up to show the impact on the business </li></ul></ul><ul><ul><ul><li>Campaign record types </li></ul></ul></ul><ul><ul><li>Lots of campaigns? Find and report on them easily </li></ul></ul><ul><ul><ul><li>Naming conventions </li></ul></ul></ul><ul><ul><li>Ensure appropriate follow up </li></ul></ul><ul><ul><ul><li>Sales templates </li></ul></ul></ul><ul><li>Prove your Value! Tracking and reporting </li></ul><ul><ul><li>Leads reports, campaign reports, sample dashboards </li></ul></ul>
    35. 35. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>
    36. 36. ERICA KUHL Sr. Manager, AppExchange Marketing Programs LIZ SMYTH Sr. Manager, EMEA Marketing QUESTION & ANSWER SESSION ANDREA WILDT Senior Product Manager, Marketing Applications SCOTT KEANE Sr. Director, Marketing Operations JULIAN LEONG Director, Global Search Engine Marketing
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